Astep Group Pty Ltd

What Astep Group Pty Ltd does

Astep Group Pty Ltd operates the Felicitysolar brand through its Australian proprietary-limited entity, FELICITY SOLAR AUSTRALIA PTY LTD, headquartered in Greenacre, NSW (Sydney). The company manufactures and sells LiFePO4-based energy storage systems, hybrid solar inverters, and battery-management hardware, ranging from 3kW off-grid inverters to 125kW three-phase hybrid inverters and modular battery systems scalable to 1.3 MWh. Its portfolio includes the IVGM and T-REX inverter series, FLB/FLH/FLS/LUX battery series, the FelicityMatrix liquid-cooled 125kW/261kWh C&I cabinet, and the Fsolar IoT cloud-monitoring platform that provides remote system telemetry, alarms, and control. Products carry certifications across multiple jurisdictions (IEC 62109, VDE4105, EN50549, CE-EMC, NRS 097-2-1, G99/G100).

The business operates a hybrid go-to-market combining OEM/ODM white-label services, authorized distributor networks with local stock (notably in Australia), certified installer partnerships, and direct enterprise sales for C&I projects. Manufacturing is concentrated at a primary facility in Guangzhou, China, with R&D and product development co-located there; the Australian entity functions as the Oceania regional HQ handling sales, distribution, and after-sales support. Customers span residential homeowners, small-to-medium commercial establishments, industrial and manufacturing facilities, and large institutional buyers across Australia, Southeast Asia (Thailand), East and West Africa (Kenya, Mali, Angola), and the Middle East (Lebanon).

The revenue model rests on hardware unit sales of batteries, inverters, and integrated ESS cabinets, supplemented by professional services revenue from OEM/ODM customization and distributor margin flows from global resale. Pricing is quote-based and not publicly disclosed, varying by configuration, volume, and market. The company pursues multi-channel demand generation through trade-show participation (SNEC Shanghai), social-media and content marketing, VR factory tours, and an installer rewards program, with documented project installations across at least six countries on three continents.

Name

Astep Group Pty Ltd

Legal name

FELICITY SOLAR AUSTRALIA PTY LTD

Website

https://felicitysolar.com.au

Company type

Private

Operating status

Operating

Short description

Astep Group Pty Ltd, operating as Felicitysolar, manufactures LiFePO4 batteries, hybrid solar inverters, and C&I energy storage systems in Guangzhou, distributing globally via OEM/ODM partnerships, certified installers, and regional distributors from its Sydney regional headquarters.

Ownership category

akta.pro rank

Product category

Solar Energy Storage Systems

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Solar Inverters, Power Electronics & MLPE (String/Central Inverters, Optimizers, Microinverters) (EUAMABAE)

akta.pro secondary industries

Solar Inverters, Power Optimizers & MLPE Manufacturing (EUAMAHAB), PV Balance of System (BOS) & Electrical Infrastructure (Inverters, Transformers, Cabling, Substations) (EUACAGAC)

Keywords

• Solar energy storage
• Lithium iron phosphate batteries
• Hybrid solar inverters
• Commercial industrial ESS
• Residential energy storage

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Solar Energy Storage Hardware: Sale of complete energy storage systems including lithium batteries (FLB, FLH, FLS series), hybrid inverters (IVGM, T-REX series), and integrated ESS cabinets for residential, commercial, and industrial applications.
2. OEM/ODM Customization Services: Custom solar product design and manufacturing services allowing partners to customize products to match their brand and market needs.
3. Distributor Partnership Program: Global distribution network where distributors purchase products for resale in local markets with local stock and support.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Astep Group Pty Ltd, trading as Felicity Solar Australia, manufactures and distributes a complete portfolio of solar energy storage hardware. Core products include LiFePO4 lithium battery systems (FLB, FLH, FLS, LUX series), hybrid solar inverters (IVGM and T-REX series from 3kW to 125kW), off-grid inverters (IVEM series), and modular commercial & industrial ESS cabinets including the FelicityMatrix liquid-cooled system. The company also provides the Fsolar IoT cloud monitoring platform and OEM/ODM customization services for partners.

Product overview

Felicity Solar (FELICITY SOLAR AUSTRALIA PTY LTD) offers a comprehensive portfolio of solar energy products and solutions. The core offerings include IVGM and T-REX Series hybrid inverters (5kW to 125kW) that combine inverter, solar charger and battery charger functions; FLB, FLH, FLS, and LUX Series lithium batteries using LiFePO4 technology ranging from 5kWh to 374kWh per system; and commercial energy storage solutions including Cabinet ESS and FelicityMatrix liquid-cooled systems (125kW/261kWh). The Fsolar Platform provides smart energy management IoT capabilities. Products support residential, commercial, and industrial applications with various certifications (IEC 62109, VDE4105, CE-EMC, UN38.3) and global project deployments across Africa, Asia, and other regions.

Differentiator

Problem solved

Functional benefit

Brands

• Fsolar Platform: Smart energy management platform for monitoring, controlling, and optimizing solar power plant operations

Products and services

• IVGM Series Hybrid Inverters Three-phase and single-phase hybrid inverters ranging from 5kW to 125kW that combine inverter, solar charger, and battery charger functions for on-grid, off-grid, and UPS operation. Used in residential, commercial, and industrial solar-plus-storage installations.
• T-REX Series Hybrid Inverters Multifunctional low-voltage hybrid inverters from 3kW to 10kW combining inverter, solar charger, and battery charger functions with WiFi monitoring and IP65 protection. Designed for residential and small commercial solar-plus-storage systems.
• FLB Series Lithium Batteries Wall-mounted and floor-mounted LiFePO4 residential batteries ranging from 10kWh to 11.7kWh per unit, scalable up to 374.4kWh with built-in BMS, WiFi/Bluetooth, IP65 protection, and integrated aerosol fire extinguisher. Target users are residential homeowners and small commercial installations.
• FLH Series Lithium Batteries High-voltage rack-mounting LiFePO4 batteries at 5.12kWh per module, scalable to 1.3 MWh with aerosol fire protection, wide operating temperature range (-20°C to 55°C), and flexible configuration options including module-level voltage balancing. Designed for commercial and industrial energy storage installations.
• FLS Series Lithium Batteries Floor-mounted LiFePO4 residential batteries at 40.96kWh with IP21 protection, scalable up to 8 units in parallel with modular design and built-in WiFi. Used in residential solar-plus-storage applications.
• Fsolar Platform Smart energy management IoT platform enabling complete control and intelligent management of solar power plant assets with real-time monitoring, data analytics, alarm notifications, historical data export, and remote control features via mobile or PC. Used by installers, distributors, and end customers managing Felicitysolar installations.
• FelicityMatrix Liquid-Cooled ESS Commercial and industrial liquid-cooled energy storage system at 125kW/261kWh designed for intelligent power management with engineered returns. Used by commercial and industrial customers for large-scale energy storage with thermal management.
• Cabinet ESS Commercial and industrial energy storage cabinet solutions providing scalable, reliable power storage for high-demand commercial applications. Used by commercial and industrial customers requiring modular, configurable energy storage at the 50kW and 125kW scale.
• IVEM Series Off-Grid Inverters Off-grid pure sine wave inverters from 3.5kVA to 12kW for residential and commercial solar systems with MPPT controllers. Used in off-grid solar installations and backup power applications.
• LUX Series Lithium Batteries Premium lithium battery series for residential applications including LUX-X, LUX-Y, and LUX-HG variants with various capacities. Used by homeowners seeking premium residential energy storage solutions.
• OEM/ODM Customization Services Custom solar product design and manufacturing services allowing partners to customize Felicitysolar products to match their brand and market needs. Includes design, manufacturing, and quality control for partners seeking white-label or customized products for specific market segments.

Quantifiable outcome

• FLB48230WG1 achieves ≥6,000 cycles with ≥95% depth of discharge
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and moderate.

• Certified Solar Installers & ElectricianscoreChannel Partner/ Reseller/ DistributorNetwork of certified solar installers and electricians who purchase and install Felicitysolar products. Installers receive technical training, access to marketing materials, and eligibility for rewards program with points redeemable for batteries and incentives.
• Global DistributorscoreChannel Partner/ Reseller/ DistributorRegional distribution partners in markets worldwide who purchase products for resale in local territories. Partners receive local stock allocation, technical support, and marketing resources for demand generation in their regions.
• Inverter Brand PartnersmoderateTechnology or IntegrationBattery products designed for compatibility with leading inverter brands including SMA, SolarEdge, Fronius, Huawei, GoodWe, and others. Compatibility verified and documented for seamless system integration.
• OEM/ODM Customization PartnersmoderateOEM/ Whitelabel/ Licensing PartnerCompanies seeking to customize Felicitysolar products with their own branding or specifications for specific market segments. Felicitysolar provides design, manufacturing, and quality control services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Growatt: Shenzhen-based manufacturer of hybrid inverters and lithium battery storage systems for residential, commercial, and industrial markets. Directly competes with Felicitysolar across nearly identical product categories (hybrid inverters, LiFePO4 batteries, ESS cabinets) and follows a similar global distributor-led GTM with OEM/ODM services.
• GoodWe: Chinese manufacturer of solar inverters (string, hybrid, microinverter) and energy storage systems including the Lynx battery series. Direct peer offering overlapping residential and C&I hybrid inverter plus LFP battery portfolios with global distribution and OEM capabilities.
• DEYE: Chinese hybrid inverter and energy storage manufacturer with strong C&I and off-grid focus. Closely comparable to Felicitysolar in product line breadth, including hybrid inverters, LiFePO4 batteries, and integrated ESS cabinets targeting similar installer and distributor channels globally.
• AlphaESS: Specialist in LiFePO4-based energy storage systems with hybrid inverter and battery products for residential, commercial, and industrial segments. Direct competitor with similar product architecture, OEM/ODM services, and global distributor-led GTM model.
• Sofar Solar: Chinese manufacturer of hybrid string inverters and battery storage solutions for residential and C&I applications. Closely comparable to Felicitysolar in product offering, channel-led distribution model, and OEM/ODM capabilities for global markets.
• Solis (Ginlong Technologies): Chinese solar inverter manufacturer offering string and hybrid inverters with growing energy storage product lines. Direct competitor to Felicitysolar's IVGM and T-REX hybrid inverter series with similar global distributor footprint.
• Pylontech: Leading Chinese LiFePO4 battery manufacturer specializing in modular rack-mount and stackable residential and C&I storage batteries. Direct peer on the battery side of Felicitysolar's portfolio, with similar stackability and compatibility claims.
• Dyness: Chinese manufacturer of LiFePO4 energy storage batteries and hybrid inverter systems for residential and commercial markets. Comparable product portfolio to Felicitysolar's FLB/FLH/FLS battery lines with similar channel-driven GTM in international markets.
• Must Power: Chinese manufacturer of hybrid inverters, LiFePO4 batteries, and all-in-one ESS solutions targeting residential, commercial, and off-grid segments. Closely comparable mid-tier competitor to Felicitysolar with overlapping product line and global distribution model.

Broad incumbents

• Sungrow: One of the world's largest solar inverter manufacturers with comprehensive energy storage products (PowerTitan C&I ESS, residential hybrid inverters). Much larger scale incumbent competing in the same product categories Felicitysolar targets, with deeper R&D resources and broader market reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@felicitysolar
• Facebookfacebook.com/felicitysolarhq
• LinkedInlinkedin.com/company/6436514
• Instagraminstagram.com/felicitysolar2007
• TikToktiktok.com/@felicitysolar2007?lang=zh-Hant-TW

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Astep Group Pty Ltd